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The colors and shapes of smells: a study of the kinesthetic relationship between the visual and olfactory in packaging design

Grant number: 13/07893-0
Support Opportunities:Scholarships in Brazil - Doctorate
Effective date (Start): February 01, 2014
Effective date (End): April 30, 2015
Field of knowledge:Applied Social Sciences - Industrial Design - Visual Programming
Principal Investigator:Clice de Toledo Sanjar Mazzilli
Grantee:Camila Assis Peres Silva
Host Institution: Faculdade de Arquitetura e Urbanismo (FAU). Universidade de São Paulo (USP). São Paulo , SP, Brazil


This project aims to establish a synaesthetic relationship between visual and olfactory perception. We started from the hypothesis that it is possible to assign meanings to smells as we have assigned to the colors, shapes, textures and typography. It is believed that in the extent that we better understand the effects of the smell and the meanings attributed to them by people, it is possible to represent it graphically more effectively. In order to investigate this hypothesis, the project will be conducted through the study of visual and olfactory perceptions, followed by an analysis of graphical representations of smell packaging perfumes and air fresheners. Research will be conducted with perfumers, designers, marketing professionals and consumers of different ages so as to identify the relationship they establish between the smells and visual elements. The data collected will be compared and from the final analysis we will extract a corresponding relationship between the olfactory and visual elements. As a final product, the project aims to provide a visual guide containing a visual representation and meaning of smells. Thus, the objective is not only to contribute to the design of product packaging fragrant, but also contribute to efficient use of smells as a tool for design. (AU)

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Academic Publications
(References retrieved automatically from State of São Paulo Research Institutions)
SILVA, Camila Assis Peres. The colors and shapes of smells: the correspondences between the senses of smell and sight in perfume bottles. 2017. Doctoral Thesis - Universidade de São Paulo (USP). Faculdade de Arquitetura e Urbanismo (FAU/SBI) São Paulo.

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